• Research findings were presented during the Committee of Cultural Industries plenary meeting (Photo courtesy of Committee of Cultural Industries) 

Committee of Cultural Industries Concludes Research on Gastronomy and Culture

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The Macao SAR Government Committee of Cultural Industries (CIC) held a plenary meeting on 15th November, 2018, during which Macao Polytechnic Institute (IPM) Cultural and Creative Industries Teaching and Research Centre presented their research results for ‘Inheritance and Innovation: A Creative Interaction Strategy for the Gastronomic and Cultural Industries’.

This research found that the involvement of cultural and creative elements can help unique traditional gastronomic establishments discover the cultural elements of gastronomy and increase their competitiveness. To successfully harness the synergies of gastronomy with the cultural and creative elements, however, the top priority is that the establishments be willing to innovate and change, for which a complete counselling mechanism will be required.

The objective of the research was to focus on traditional gastronomy establishments and nostalgic food, with questionnaires successfully delivered to 138 gastronomy establishments. Result analysis determined that the traditional establishments of Macao generally prefer stability and the status quo. Adding factors like inheritance, operating environment and changes in the consumer market, many traditional establishments expressed no motivation to innovate.

The research concluded that the external factors endangering the survival of traditional establishments and nostalgic food include the lack of successors and rising operating costs, with the essential reason that they have not adapted to rapid changes in the market, with operational efficiency less than satisfactory. Based upon a comprehensive analysis and an investigation from overseas (regional) and Macao (establishments), research suggests that the disappearance or exit of traditional establishments is a by-product of socio-economic factors and commercial competitiveness commonly seen in the cities’ development, and are a normal phenomenon of the market economy.

The government cannot change the rules of the market but for some unique traditional gastronomic establishments with potential and operational intent, the government can nevertheless promote the integration of the gastronomic industries and cultural industries via appropriate policies, as well as adding cultural elements to food through creativity, increasing the value of experience, and assisting the transformation of traditional gastronomic establishments to adapt to changing market conditions.

Thus, the research recommended building the strategic thinking of ‘Gourmet Design’ based upon the ‘Food Design’ concept, emphasising the aesthetic and cultural connotations of the dishes combined with the dining atmosphere and design extension experience in order to jointly drive the development of design, art, exhibitions and other areas.

Taking into account the reality of Macao and its unique conditions, the research also recommended considering aesthetics, culture and creativity as the core of development. This would address the political aspects of ‘cuisine and establishment’, ‘community and environment’ and ‘advocacy and presentation’, fostering the joint development of Macao’s gastronomic and cultural industries.

For the core level of ‘cuisine and establishment’, the seven aspects of the ‘rainbow strategy’ - ingredients and food; techniques and heritage; food presentation; soft decoration; interior decoration; interior design and brand promotion - address ingredients to restaurant appearance, the use of design, aesthetics, cultural exploration and other means to help improve the economic benefits of the gastronomic industry.

In the middle expansion level of ‘community and environment’ it focused upon community and environmental harmony, creating a value-added effect for the core. Meanwhile, ‘advocacy and presentation’ needs to impress consumers with stories of gastronomy and community, which in addition to promoting and spreading gastronomy can create economic benefits for the cultural industry via the development and application of Intellectual Property (IP).